Prentice Hall, 2005 Prentice Hall, 2005 Excellence in Business Commun Excellence in Business Commun ication ication 1 Writing Bad- Writing Bad- News Messages News Messages
Prentice Hall, 2005 Excellence in Business Communication 1 Writing Bad-News Messages.
Mar 29, 2015
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Prentice Hall, 2005Prentice Hall, 2005 Excellence in Business CommunicatioExcellence in Business Communicationn
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Writing Bad-Writing Bad-News MessagesNews Messages
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The Three-Step ProcessThe Three-Step Process
Planning Planning
WritingWriting
CompletingCompleting
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Strategies for Strategies for Bad-News MessagesBad-News Messages
Convey the messageConvey the message
Gain acceptanceGain acceptance
Maintain goodwillMaintain goodwill
Promote a good corporate imagePromote a good corporate image
Minimize future correspondenceMinimize future correspondence
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Audience-Centered ToneAudience-Centered Tone
The “You” attitudeThe “You” attitude
Positive wordingPositive wording
Respectful languageRespectful language
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What is the “YOU” What is the “YOU” Attitude?Attitude?
What’s in it for me (the reader)? What’s in it for me (the reader)? YOU Attitude: Focuses on ReaderYOU Attitude: Focuses on Reader
– Emphasizes what the receiver wants to knowEmphasizes what the receiver wants to know– How reader will be affected by messageHow reader will be affected by message– Requires empathy (put yourself in their shoes)Requires empathy (put yourself in their shoes)
NOTNOT: : I I am shipping your order this afternoon. am shipping your order this afternoon.
BUTBUT: : YourYour order will arrive Friday. order will arrive Friday.
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““ YOU” Attitude: Reader YOU” Attitude: Reader BenefitsBenefits
Emphasizing how the reader will benefit from Emphasizing how the reader will benefit from doing as you askdoing as you ask
Especially when asking for a favor or refusing a Especially when asking for a favor or refusing a requestrequest
Show them how they will benefitShow them how they will benefit
NOTNOT: We cannot afford to purchase an ad in your : We cannot afford to purchase an ad in your organization's directory.organization's directory.
BUTBUT: Advertising exclusively through radio ads : Advertising exclusively through radio ads allows us to offer consumers like you the lowest allows us to offer consumers like you the lowest prices on their cosmetics.prices on their cosmetics. Therefore, . . . Therefore, . . .
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The “You” AttitudeThe “You” Attitude
Instead of this: Instead of this: To help us process To help us process this order, we must ask for this order, we must ask for another copy of the requisition.another copy of the requisition.
Use this:Use this: So that your order can So that your order can be filled promptly, please send be filled promptly, please send another copy of the requisition.another copy of the requisition.
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The “You” AttitudeThe “You” Attitude
Instead of this: Instead of this: You should never You should never use that type of paper in the use that type of paper in the copy machine. copy machine.
Use this:Use this: That type of paper That type of paper doesn’t work very well in the doesn’t work very well in the copy machine. copy machine.
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Not: We are opening the new fitness center on May 1.
But: You may begin working out in the new fitness center on May 1.
NOTNOT: We cannot afford to purchase an ad : We cannot afford to purchase an ad in your organization's directory.in your organization's directory.
BUTBUT: Advertising exclusively through : Advertising exclusively through radio ads allows us to offer consumers like radio ads allows us to offer consumers like you the lowest prices on their cosmetics. you the lowest prices on their cosmetics. ThereforeTherefore
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Emphasize the PositiveEmphasize the Positive
Instead of this: Instead of this: It is impossible It is impossible to repair your vacuum cleaner to repair your vacuum cleaner today. today.
Use this:Use this: Your vacuum cleaner Your vacuum cleaner will be ready by Tuesday. will be ready by Tuesday.
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Emphasize the PositiveEmphasize the Positive
Instead of this:Instead of this:– Cheap merchandiseCheap merchandise– Toilet paperToilet paper– Used carsUsed cars– High-calorie foodsHigh-calorie foods– Elderly personElderly person– Pimples and zitsPimples and zits
Use this:Use this:– Bargain pricesBargain prices– Bathroom tissueBathroom tissue– Resale carsResale cars– High-energy foodHigh-energy food– Senior citizenSenior citizen– Complexion Complexion
problemsproblems
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Avoid Negative Avoid Negative Expressions Expressions
Writers are sometimes unaware of Writers are sometimes unaware of the hidden messages that they send:the hidden messages that they send: You overlooked…you are carelessYou overlooked…you are careless You state that…but I don’t believe youYou state that…but I don’t believe you You failed to…you are carelessYou failed to…you are careless You claim that…it’s probably untrueYou claim that…it’s probably untrue I am right…you do not understandI am right…you do not understand Your delay…you are at faultYour delay…you are at fault
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The Direct ApproachThe Direct Approach
State the bad newsState the bad news
Support the messageSupport the message
Close on a positive noteClose on a positive note
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Stressing Reader BenefitsStressing Reader Benefits
Our 40 years of experience enables us to Our 40 years of experience enables us to repair your sewing machine promptly and repair your sewing machine promptly and efficiently.efficiently.
Your generous donation would help feed Your generous donation would help feed more hungry people in our community.more hungry people in our community.
You can avoid the additional expense of a You can avoid the additional expense of a 2% late charge by paying your bill on 2% late charge by paying your bill on time.time.
You can obtain a refund any time You can obtain a refund any time between 9 a.m. and 5 p.m.between 9 a.m. and 5 p.m.
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The Indirect ApproachThe Indirect Approach
Begin with a bufferBegin with a buffer
Follow with reasonsFollow with reasons
State the bad newsState the bad news
Close in a positive wayClose in a positive way
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Possible Buffers for Opening Possible Buffers for Opening Bad-News MessagesBad-News Messages
Possible Buffers for Opening Possible Buffers for Opening Bad-News MessagesBad-News Messages
• AppreciationAppreciation• AgreementAgreement• FactsFacts• UnderstandinUnderstandin
gg
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Begin With a BufferBegin With a Buffer
Things to doThings to do– Show appreciationShow appreciation
– Pay attentionPay attention
– Compliment readerCompliment reader
– Be empatheticBe empathetic
– Show sincerityShow sincerity
Things to avoidThings to avoid– Saying “no”Saying “no”
– A know-it-all toneA know-it-all tone
– Wordy phrasesWordy phrases
– ApologiesApologies
– Lengthy buffers Lengthy buffers
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Evaluating Buffer StatementsEvaluating Buffer StatementsEvaluating Buffer StatementsEvaluating Buffer Statements
1.1. Unfortunately, your application for Unfortunately, your application for credit has been reviewed negatively.credit has been reviewed negatively.(Reveals the bad news bluntly and twice.)(Reveals the bad news bluntly and twice.)
How effective is the following opening for a letter that refuses to grant credit?
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Evaluating Buffer StatementsEvaluating Buffer StatementsEvaluating Buffer StatementsEvaluating Buffer Statements
2.2. We are delighted to receive your We are delighted to receive your application for credit.application for credit.
(Gives the wrong impression.)(Gives the wrong impression.)
How effective is the following opening for a letter that refuses to grant credit?
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Evaluating Buffer StatementsEvaluating Buffer StatementsEvaluating Buffer StatementsEvaluating Buffer Statements
3.3. The recent resurgence of interest in the The recent resurgence of interest in the stock market caught many of us by stock market caught many of us by surprise.surprise.
(Is not relevant.)(Is not relevant.)
How effective is the following opening for a letter that refuses to grant credit?
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Evaluating Buffer StatementsEvaluating Buffer StatementsEvaluating Buffer StatementsEvaluating Buffer Statements
1.1. Your request for a monetary contribution Your request for a monetary contribution has been referred to me for reply.has been referred to me for reply.
((Fails to engage the reader.Fails to engage the reader.))
How effective is the following opening for a letter that refuses a request for a donation?
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Evaluating Buffer StatementsEvaluating Buffer StatementsEvaluating Buffer StatementsEvaluating Buffer Statements
2.2. We appreciate the fine work your We appreciate the fine work your organization is doing to provide early organization is doing to provide early childhood programs that meet the needs childhood programs that meet the needs of parents and very young children.of parents and very young children.
((Compliments the reader but doesn’t imply approvalCompliments the reader but doesn’t imply approval..))
How effective is the following opening for a letter that refuses a request for a donation?
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State the Bad NewsState the Bad News
De-emphasize the bad newsDe-emphasize the bad news
Use a conditional statementUse a conditional statement
Focus on the positiveFocus on the positive
Avoid blunt languageAvoid blunt language
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Follow With ReasonsFollow With Reasons
Cover positive pointsCover positive points
Provide relevant detailsProvide relevant details
Highlight benefitsHighlight benefits
Minimize company policyMinimize company policy
Avoid apologizingAvoid apologizing
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Close With ConfidenceClose With Confidence
Be sincereBe sincere
Stay positiveStay positive
Limit future correspondenceLimit future correspondence
Be confident and optimisticBe confident and optimistic
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Cultural DifferencesCultural Differences
Proper toneProper tone
Message organizationMessage organization
Cultural conventionsCultural conventions
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Types of Bad-News Types of Bad-News MessagesMessages
Routine requestsRoutine requests
Organizational newsOrganizational news
Employment informationEmployment information
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Routine RequestsRoutine Requests
Business informationBusiness information
Invitations and favorsInvitations and favors
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Claims and AdjustmentsClaims and Adjustments
Things to employThings to employ– Courtesy and tactCourtesy and tact
– Indirect approachIndirect approach
– Positive attitudePositive attitude
– Understanding and Understanding and
respectrespect
Things to avoidThings to avoid– Accepting blameAccepting blame
– AccusationsAccusations
– DefamationDefamation
– Negative languageNegative language
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Organizational NewsOrganizational News
Bad news about productsBad news about products
Bad news about company operationsBad news about company operations
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Recommendation LettersRecommendation Letters
Requested by businessesRequested by businesses– Be directBe direct
– State factsState facts
Requested by individualsRequested by individuals– Practice diplomacyPractice diplomacy
– Consider feelingsConsider feelings
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Employment ApplicationsEmployment Applications
Use the direct approachUse the direct approach
State reasons clearlyState reasons clearly
Suggest alternativesSuggest alternatives
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Performance ReviewsPerformance Reviews
Provide feedbackProvide feedback
Review the job descriptionReview the job description
Set an action planSet an action plan
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NegativeNegativePerformance ReviewsPerformance Reviews
Confront the problemConfront the problem
Plan the messagePlan the message
Respect privacyRespect privacy
Focus on the problemFocus on the problem
Obtain commitmentObtain commitment
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Termination LettersTermination Letters
Express the decisionExpress the decision
Give specific justificationGive specific justification
Minimize negative feelingsMinimize negative feelings
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